Analyzing the Impact of Customer Trust on Customer Satisfaction on the Tokopedia E-Commerce Platform Using a Multidimensional Approach

Objective - This paper examines the formation of trust and customer satisfaction using a multidimensional approach. It aims to determine the influence of the three factors of perceived ease of use, customer experience, and company reputation in shaping consumer behavior. In addition, this study will also investigate the influence of trust on customer satisfaction. Methodology/Technique - This study employs a quantitative research method. This study was designed using a combination of survey and experimental methods. Study 1, using a survey method, involved customers who had shopped on the Tokopedia platform as the unit of analysis. The final number of valid respondents was 147 individuals. Meanwhile, Study 2, with an experimental method in a classroom setting, involved 147 (Scenario 1) and 139 (Scenario 2) students from the Department of Management at the University of Bengkulu as participants. Findings – The study's results indicate that online shopping experience significantly influences customer trust and, in turn, has a positive effect on customer satisfaction. Similar results in the experimental study confirm that ease of use and reputation play a significant role in forming customer trust and satisfaction. Implications - The study provides valuable insights for online shopping platforms like Tokopedia to enhance customer interactions and ease of use, maintain a positive reputation, sustain competitive advantages, and build long-term relationships with consumers. Originality- This research introduces the role of three factors, perceived ease of use, customer experience, and company reputation, in shaping customer trust in one of the largest online marketplaces in Indonesia. These three factors are essential to study as previous studies have revealed their influence on consumer behavior. Type of Paper: Empirical JEL Classification: M310 Keywords: Ease of Use, Online Shopping Experience, Reputation, Trust, and Satisfaction Reference to this paper should be made as follows: Salim, M; Yulinda, A,T; Hayu, R.S; Sumarni, Y; Indriani, R. (2024). Analyzing the Impact of Customer Trust on Customer Satisfation on the Tokopedia E-Commerce Platform Using a Multidimensional Approach, J. Mgt. Mkt. Review, 9(4), 148 – 158. https://doi.org/10.35609/jmmr.2024.9.4(1)